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Account-based marketing (ABM), sometimes called Key Account Marketing, uses various data sources to improve B2B marketing. The “account” in ABM refers to the target company as a whole; it uses not only company data but also crucial information on the key decision-makers within the company who are not always in the purchasing departments.

Fraud between companies can interrupt the flow of business and destroy their reputations and it is becoming increasingly difficult to identify and stop criminals from committing fraud: PYMNTS.com’s 2019 yearly report, “Securing B2B Payments,” relates that global markets lost $4.2 trillion in 2019 alone due to fraud. However, machine learning can identify fraud accurately before it has occurred.

Credit scoring is a statistical analysis performed by lenders and financial institutions to assess a person’s creditworthiness for mortgages, credit cards, and private loans. Credit scoring is used by lenders to decide whether to extend or deny credit.
Traditionally, a person’s credit score determined by credit bureaus is a number between 300 and 850 with 850 being the highest credit rating possible. As new types of lenders and insurers emerge, however, the traditional credit score becomes just one parameter joined with a large variety of alternative data that helps determine a person’s creditworthiness. 

Brand awareness is the degree to which a customer is able to recall and recognize your brand. Brand awareness is critical for promotion and marketing, especially for a young company. High brand awareness can result in a company becoming very popular or “trending.”

The abundance of job seekers nowadays leads many companies to use machine learning throughout their recruitment process. Some examples of this can be found in the fields of talent management, talent attraction, and candidate selection.

Talent management entails understanding the best fields, positions, and backgrounds to set talent up for success. Talent attraction selects the top outlets and channels for attracting the most suitable employees. Finally, candidate selection use neuro-linguistic programming (NLP) tools on CV’s to find suitable candidates.

Insurance fraud can be committed by either the buyer or the seller of an insurance policy.

The seller may offer policies from non-existent companies, fail to submit premiums, and churn policies to create more commissions. The buyer exaggerate claims, falsify medical history, post-date policies, sell their policy to for cash when they are diagnosed with a terminal disease, or fake their death or kidnapping. We will focus on the buyer insurance fraud in this post.

Everyone wants more leads, but the more we are able to generate, the harder it becomes to identify which of them are actually worth the time and effort spent in order to try to convert them. Lead scoring models let you automatically rank your leads in order of the perceived value each lead represents to your company. Resources for marketing and sales can then be distributed by the priority determined by lead scoring.

Promotional planning is the process of optimizing marketing tools, strategies, and resources to promote a product or service to generate demand and meet set objectives. Artificial intelligence (AI) can be used to effectively plan promotional events, measuring their outcomes, and adjusting as necessary to achieve growth.

AI has been used to improve supply chain and demand forecasting for a couple of decades. Demand planning applications use data driven algorithms to take historical data and use it to forecast. Demand forecasting can include promotion planning or stock and sales forecasting. The machine looks at the forecast, compares it to actual shipments, and suggests alternatives and optimization options. Over time, many companies started doing more specific forecasting for specific regions, products or stores or for more granular points in time. Both retailers and their suppliers (CPG companies or 3rd party shipping and supply chain companies) use their data to help conduct automated decision making within the supply chain.

Targeted marketing is a marketing strategy which identifies an audience that is most likely to buy a product or service and subsequently creates a marketing campaign designed specifically to advertise said product or service to the target audience, using advertisements and promotional messages. This allows different companies to hone in on certain market segments, creating a “specialty” and possibly lowering competition with similar companies.